This article defines the metrics for the views in Sales Reports Plus and offers some tips on how you can use this information to understand your business.

Real Estate sales activity isn't included in the reports.

Sales

Use the data in this section to understand how your sales have changed and to identify which factors contributed to that change.

Sales definitions

Average sale price per item

The average final price of your sold items.

Ended items

The number of items from your fixed price listings that ended, with or without a sale.

Ended listings

The number of your listings that ended, with or without a sale.

Period-to-period sales growth (week-to-week or month-to-month)

The percentage of sales increase or decrease compared to the previous time period.

Repeat buyers %

The percentage of buyers who bought more than one item from you.

Sales

The total amount of money you made from item sales. This amount is based on the final sale prices of the items and doesn't include shipping or handling costs that you may have charged buyers.

Sold items

The number of your sold items from your fixed price listings. Each item from a multiple item listing is counted separately.

Sold items % (auction-style and fixed price format)

The percentage of your sold items from fixed price and auction-style listings.

Total buyers

The number of buyers you had. The same buyer (user ID) can be counted multiple times based on the number of separate purchases. For example, a buyer who purchased an item from you in the morning and then purchased an item from you in the afternoon is counted twice.

Unique buyers

The number of unique buyers you had. The same buyer (user ID) is counted only once, regardless of the number of separate purchases they made during the month. For example, a buyer who purchased an item from you in the morning and then purchased an item from you in the afternoon is counted just once.

Fees

To help you track costs associated with running your business, the Fees section provides aggregated and detailed eBay and PayPal fee and credit information for all transactions associated with your eBay sales. This section also shows you any unpaid Item activity.

The amount in eBay credits you received. This section also shows the amounts for each of the following credits:

Unpaid item final value fee credits reported

Any other credits posted to your account

eBay fees

The amount in eBay fees you were charged. This section also shows the amounts for each of the following fees:

Insertion fees

Listing upgrade and feature fees (such as reserve price, or Bold)

Final value fees

Subscription fees (for example, Selling Manager Pro, eBay Store)

Any other fees charged to your account

Net eBay fees

The amount in eBay fees you were charged, minus any eBay credits you received.

Net eBay fees as % of sales

The amount of eBay fees you paid as a percentage of your total sales. For example, if your total sales amount was $100, and your net eBay fees amount was $5, your net eBay fees as % of total sales would be 5%.

Net PayPal fees

The amount in PayPal fees you were charged for eBay-specific transactions, minus any PayPal credits for eBay-specific transactions you received. This section also shows the amounts for:

PayPal fees

PayPal credits

This amount may be different from what is shown in your PayPal account statement if you had transactions in which the eBay item number wasn't shown in your PayPal transaction summary, or if you received payments or gave credits for non-eBay transactions.

Net PayPal fees as % of sales

The amount of PayPal fees for eBay-specific transactions viewed as a percentage of your total sales. For example, if your total sales amount was $100, and your net PayPal fees amount was $5, your net PayPal fees as % of total sales would be 5%.

Net eBay and PayPal fees

The total of your net eBay fees and net PayPal fees added together.

Unpaid items

This is where you can check:

How many unpaid item reminders you sent

The number of final value fee credits requested

The percentage of your sold items that were unpaid

Sales by category

This page shows your sales performance for the eBay categories you listed items in during the time period. You can also download data for all the categories you listed in by clicking the Download link on the page:

The categories are presented in descending order of sales.

The top 20 categories you sold in are shown in the report.

Each set of results currently covers the most detailed category level available, and doesn't include item-specific reporting.

Some category names have been abbreviated to fit in the report. You can see the full category name by placing your pointer over it. If you download this page to a text file, the full category names will appear in the file.

A listing isn't included in a category's results if you chose it as a second category for that listing.

The average final price of your items that were sold in that category.

Average bids per item (auction-style format only)

The average number of bids that items in your auction-style listings received. This metric appears when you click either the Auction or All Formats link near the top of the report page.

Ended items

The number of items from your fixed price listings that ended, with or without a sale.

Ended listings

The number of your listings that ended, with or without a sale.

Month-to-month sales growth

The percentage of sales increase or decrease by category compared to the previous month.

Repeat buyers %

This metric appears when you click either the Total or All Formats link near the top of the report page, and represents the percentage of buyers who bought more than one item from you.

Sales

The amount of money you made from sales by category. This amount is based on final sale prices and doesn't include shipping or handling costs that you may have charged buyers.

Sold items

The number of your items that were sold. Each item sold from a multiple item listing is counted separately.

Sold items % (auction-style and fixed price formats)

The percentage of your sold items from auction-style and fixed price sales.

Total buyers

The number of buyers you had. The same buyer (user ID) can be counted multiple times. For example, a buyer who purchased an item from you in the morning and then purchased an item from you in the afternoon is counted twice.

Unique buyers

This metric appears when you click either the Total or All Formats link near the top of the report page, and it represents the number of unique buyers you had. The same buyer (user ID) is counted only once, regardless of the number of separate purchases they made during the month. For example, a buyer who purchased an item from you in the morning and then purchased three items from you in the afternoon is counted just once.

Sales by format

This section shows your sales performance for each selling format that you used.

Note: Auction-style listings that ended early with a Buy It Now purchase are included in the average bids per item results.

Sales by format definitions

Average sale price per item

The average final price of your sold items. Each item sold from a multiple item listing is counted separately.

Average bids per item (auction-style format only)

The average number of bids that items in your auction-style listings received.

Ended items

The number of your items from listings that ended, with or without a sale.

Ended listings

The number of your listings that ended, with or without a sale.

Sales

The amount of money you made from sales. This amount is based on the final sale prices and doesn't include shipping or handling costs that you may have charged buyers.

% Sales by format

The percentage of your overall sales that came from sales in each selling format.

Sold items

The number of your items that were sold. Each item sold from a multiple item listing is counted separately.

Sold items % (auction-style and fixed price formats)

The percentage of your sold items. Each item sold from a multiple item listing is counted separately.

Total buyers

The number of buyers you had. The same buyer (user ID) can be counted multiple times based on the number of separate purchases. For example, a buyer who purchased a fixed price item from you in the morning and then purchased a fixed price item from you in the afternoon is counted twice.

Unique buyers

The number of unique buyers you had. The same buyer (user ID) is counted only once, regardless of the number of separate purchases they made during the month. For example, a buyer who purchased a fixed price item from you in the morning and then purchased a fixed price item from you in the afternoon is counted just once.

Sales by ending day

This section shows the performance of your listings based on the day of the week they ended for each selling format you used. This information helps you find out if there are particular days when buyer demand is higher. Keep in mind that these results may be largely influenced by when you list items as well as the types of items you sell.

If an ending day doesn't appear in the report, it means you had no auction-style listings that ended on that day.

Auction-style listings that ended early with a Buy It Now purchase are included in these results.

Sales by ending day definitions

Average bids per item (auction-style format only)

The average number of bids that items in your auction-style listings received.

Average sale price per item

The average final price of your sold items. Each item sold from a multiple item listing is counted separately.

Ended items

The number of your items from listings that ended, with or without a sale.

Ended listings

The number of your listings that ended, with or without a sale.

Sales

The amount of money you made from sales. This amount is based on the final sale prices and doesn't include shipping or handling costs that you may have charged buyers.

Sold items

The number of your items that were sold. Each item sold from a multiple item listing is counted separately.

Sold items % (auction-style and fixed price formats)

The percentage of your items that were sold. Each item sold from a multiple item listing is counted separately.

Successful listings %

The percentage of your ended listings that had a sale. For example, suppose you had 10 listings that ended on Mondays during the month of August. If 7 of these had a sale, then your successful listings % would be 70%. Multiple item listings are counted as successful if there was at least one item sold.

Sales by ending time

This section shows your listing performance based on the time of day the listings ended, organized into 2-hour time slots. Use it to find out if there are particular times of day when buyer demand is higher. Keep in mind that these results may be largely influenced by when you list items as well as the types of items you sell.

If a time slot doesn't appear in the report, it means you had no auction-style listings that ended during those 2 hours.

Auction-style listings that ended early with a Buy It Now purchase are included in these results.

Sales by ending time definitions

Average bids per item (auction-style format only)

The average number of bids that items in your auction-style listings received.

Average sale price per item

The average final price of your sold items. Each item sold from a multiple item listing is counted separately.

Ended items

The number of your items from listings that ended, with or without a sale.

Ended listings

The number of your listings that ended, with or without a sale.

Sales

The amount of money you made from sales. This amount is based on the final sale price and doesn't include shipping or handling costs that you may have charged buyers.

Sold items

The number of your items that were sold. Each item sold from a multiple item listing is counted separately.

Sold items % (auction-style and fixed price formats)

The percentage of your items that were sold. Each item sold from a multiple item listing is counted separately.

Successful listings %

The percentage of your ended listings that had a sale. For example, suppose you had 20 listings that ended between 10:01 a.m. and 12:00 noon during the month of September. If 10 of these ended with a winning buyer, then your successful listings percentage for that time slot would be 50%. This percentage is the same regardless of the number of ended listings that you had on other ending time slots. Multiple item listings are counted as successful if there was at least one item sold.

Sales by duration

This section shows the performance of your auction-style listings based on the duration you chose when you created them (1, 3, 5, 7, or 10 days). By understanding which listing duration yields the best results, you can better optimize your business for the eBay marketplace. Try testing different durations to see what works best for you. Keep in mind that these results may change if you change the mix of products you sell.

If a duration doesn't appear in the report, it means you didn't choose that duration for any of your listings.

Auction-style listings that ended early with a Buy It Now purchase are included in these results.

Sales by duration definitions

Average bids per item (auction-style format only)

The average number of bids that items in your listings received. Each item in a multiple item listing is counted separately.

Average sale price per item

The average final price of your items that had a sale. Each item sold from a multiple item listing is counted separately.

Ended items

The number of your items from listings that ended, with or without a sale.

Ended listings

The number of your listings that ended, with or without a sale.

Sales

The amount of money you made from sales of your items. This amount is based on the final sale prices of the items when they ended and doesn't include shipping or handling costs that you may have charged buyers.

Sold items

The number of your items that were sold. Each item sold from a multiple item listing is counted separately.

Sold items % (auction-style and fixed price formats)

The percentage of your items that were sold. Each item sold from a multiple item listing is counted separately.

Successful listings %

The percentage of your ended listings that had a sale. For example, suppose you had 10 listings that were 7-day auctions during the month of September. If 6 of these had a sale, then your successful listings % for 7-day auctions would be 60%. This percentage would be the same regardless of the number of ended listings that you had ending on 1, 3, 5 or 10-day auctions. Multiple item listings are counted as successful if there was at least one winning buyer.

Sales by category - all sellers

This data is provided to eBay Premium and Anchor Store subscribers only.

This section shows sales performance averaged across all sellers in the categories and formats you sold in for categories that are at least four levels deep in eBay’s category structure (for example, Sporting Goods > Water Sports > Surfing > Bodyboards and Motors Parts & Accessories categories.)

Using your own Sales by Category results, you can see how your sales performed relative to other sellers who listed in the same categories.

Auction-style listings that ended early with a Buy It Now purchase are included in average bids per item.

Sales by category for all sellers definitions

Average bids per item (auction-style format)

The average number of bids received for each item in an auction-style listing.

Average sale price per item

The average final price of sold items. Each item sold from a multiple item listing is counted separately.

Sold items %

The percentage of sold items. Each item from a multiple item listing is counted separately.

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